benchmark 3


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  • Benchmark 3 Rhetorical Triangle
  • Benchmark #2 for ad 3
  • CER for benchmark #2 ad 3
  • Informal logic and CER
  • 1. Rhetorical Triangle: Speaker - Michelle Obama Audience - The families of America. Purpose - To help prevent child obesity across America by encouraging kids to get up and exercise and to make exercising fun Context - Children obesity rates in the U.S. were very high when President Barack Obama came into power, so Michelle Obama, Barack's wife, changed that. She created an organization called “Let’s Move!” which encourages children to go outside, play, and get some exercise. Subject- Child obesity and the need for exercise.
  • 1st CER for Benchmark #3 Ad 3
  • Today we will be learning about the CER and informal logic
  • CER FOR BENCHMARK #2 AD 3 Hand will draw a person, then the person will talk and explain the CER CER: The use of ethos is most prominent logical appeal in the Let’s Move! advertisement because the first lady, Michelle Obama, is a very credible source and all of the information is coming from her. On the website, one of the first headlines that pops up is, “The First lady joins team FNV.” By including the First Lady in the statement, it gives it a sense of credibility. The First Lady Michelle Obama is a credible source because she is the president's wife, and she has done many important things for this country including the Let’s Move campaign. Also, the use of pathos is evident in the advertisement. The talk of children and the idea that if they don’t exercise they will become obese will get a parent’s attention. Parents care for their children and they want the best for them, and Michelle Obama knows that. By using children as the focus, that will get parents attention and would want their child to become healthy, eat the right foods and exercise. Michelle Obama’s goal is to prevent childhood obesity, so by talking about childhood obesity and how any child could become obese, will convince parents to make their child exercise and move.
  • 2nd CER for Benchmark #3 ad 3
  • LET'S MOVE!!!
  • Hand will write out main ideas of CER CER: The positive connotation of the website helps kids want to exercise and prevent childhood obesity. The fun colors of the website get the kids attention and they link positive thoughts to exercising which makes them want to exercise. When kids see the fun colors they’ll link that to fun and since the website talks about moving and exercising they will link exercising and fun together. Kids seem to link negative and positives to fun, so if something is dark and gloomy then they will link that to not fun, but if something is light and fun and bubbly, like the website for the Let’s Move campaign, they will link exercise and eating right to fun.
  • 3rd CER for Benchmark #3 ad 3
  • Description of CER, the character will describe it. CER:The website’s argument in presented in the form of informal logic. Informal logic forces the audience to go through the inductive reasoning process, where they are given basic facts that guide them towards the general conclusion that the speaker is trying to argue. As soon as you enter the website, multiple tabs are available to click on providing the reader with information on the campaign and how they can participate. For example, one tap reads “Learn the Facts” and another says “Join Us”. They explicitly give a place for the audience to get the facts about their campaign and another place where they can learn more about how it impacts them. These facts, along with others that come from other places on the website, will help the audience come to the general conclusion that they should support this campaign by getting active and beginning a healthier lifestyle.
  • Description of CER and informal logic. CER: The logical statement in this advertisement is that there has been an alarming increase in child obesity that has negative effects now and in the future, so children and parents should join the First Lady in participating in a healthier lifestyle. The logic in this advertisement is very strong. The website provides multiple pages with statistics and facts to back up their conclusions about childhood obesity. When the audience is presented with these facts, their mind logically thinks, “Well, what can we do to change this?” which ultimately leads to them supporting the campaign. The website has strong logic because their argument does not stretch the audience’s sense of logic, it is very simple and clear. The website proves that the issue at hand is legitimate and has an effect on most people in America, unlike an ad that presents an issue such as the price of a coffee. This website provides that facts that show this national issue, which simply lead the audience to want to solve the problem by supporting the campaign. The logic is simple and easy for the audience to follow, making it a very strong argument.
  • Description of CER, the person will describe the topic CER: This advertisement is extremely effective. There is one small fallacy of presumption, because the speaker is somewhat assuming that most or all kids are not already living out this active lifestyle. However, this does not take away from the argument because children who are already living like this will see this and know they are doing something right, and will continue to carry out their lives like models of this campaign. In fact, this strengthens the campaign because when other children see kids who are already living a healthy lifestyle supporting ‘Let’s Move’, they will want to support it too. This advertisement is effective also because it is clear, concise, and appealing. It states the facts needed to prove the argument in a way that both children and parents can understand, on a very inviting environment. Despite small fallacies, the ‘Let’s Move’ website is effective due to its simple logical statement and captivating look.
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